Creative Commercial

Challenge

In a market saturated with automotive brands, BMW sought to create a memorable and relatable campaign that would resonate with families, particularly focusing on the aspirational qualities associated with owning a BMW. The challenge was to highlight the brand's prestige and desirability in a way that would appeal not just to the primary buyer, but also to their family members, particularly children who often hold a unique influence on family decisions.

Idea

The campaign features a playful competition between two young girls boasting about their fathers' strengths. The debate takes a surprising turn when one girl mentions her dad drives a BMW, instantly winning the argument. The other girl, stunned, exclaims, "It's not fair!" The ad concludes with the statement, "Yes, it is!" This humorous and impactful ending reinforces the message that owning a BMW is a mark of distinction and success, positioning the brand as the ultimate symbol of admiration within the family.

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